Re-engaging cold leads with dynamic, objection-answering email

Hader Institute of Education, an RTO for online learning in mental health, youth work, community services and AOD, had a database of local leads gone cold. The Garden's re-engagement program brought them back, at an open rate nearly double the industry benchmark.

Client: Hader Institute of Education
Industry: Education
Solutions: Marketing Technology
Services: Marketing Automation, CRM, Integrations
Region: Australia

Email open rate, against the 23.43% industry benchmark

41.04%

Emails sent across the program

74,992

The challenge

Lost leads had grown cold to the institute’s traditional outreach, and every dormant contact represented an enrolment that never happened. The program had to rekindle interest, build brand recognition and trust, and clear the real barriers holding people back, concerns about study flexibility and payment plans among them.

Our solution

A finely calibrated sequence of six emails and one SMS ran at weekly intervals, each message addressing a specific concern, from dedicated Course Advisor support to personalised study options, at a cadence subtle enough to stay unobtrusive but consistent enough to keep Hader in mind.

Dynamic Smart Lists made it personal: constantly updating to include leads showing interest in specific courses, built in Hader’s preferred Zoho CRM and integrated with Zoho Campaigns for targeted workflows. Dynamic content, blogs and course information matched to each lead’s interests, kept every interaction relevant, turning cold prospects into warm leads ready for enrolment.

The results

The program sent 74,992 emails at a 41.04% open rate against the industry benchmark of 23.43%, generating 32 form completions and 3 enrolments from a database that had stopped responding entirely: a stagnant list turned back into a source of students.

What our clients say

We are highly impressed by the team's ingenuity, remarkable efficiency in swiftly turning the campaign around, and the exceptional level of engagement and results achieved with our lead nurture campaign.